Core Viewpoint - The coffee industry is rapidly evolving, with a significant shift towards positioning coffee as a "weight management" beverage, leveraging its natural ingredients and health benefits to attract consumers focused on fitness and weight loss [3][9][27]. Group 1: Market Trends and Sales Data - In Q3 2024, the sales of "instant coffee/coffee beans/powder" on Douyin exceeded 1.2 billion yuan, marking a year-on-year growth of over 66.84% [3]. - The primary selling points driving this growth include zero fat, zero sugar, and ketogenic properties, which are closely related to weight management [3][12]. - Brands focusing on the "coffee + weight management" strategy have seen explosive sales, with some reaching over 100 million yuan in monthly sales within a year of establishment [3][20]. Group 2: Health Benefits of Coffee - Caffeine in coffee is known to enhance energy expenditure through various mechanisms, including increasing thermogenesis and stimulating fat oxidation, which can aid in weight management [4][9]. - Studies indicate that caffeine can improve exercise endurance and overall physical performance, further supporting its role in weight management [4]. - Coffee also acts as a natural diuretic, helping to reduce water retention, which appeals to consumers looking for immediate weight loss effects [4][9]. Group 3: Consumer Behavior and Preferences - Over half of coffee consumers purchase coffee products for weight loss and fitness purposes, indicating a strong market demand for health-oriented coffee products [13]. - Brands are increasingly marketing their products with features like meal replacement and calorie control to cater to the weight management demographic [14][20]. - The trend of "coffee +" products, which combine coffee with other functional ingredients, is gaining traction, enhancing the appeal of coffee as a weight management tool [16][22]. Group 4: Brand Strategies and Innovations - Brands like POSITIVE HOTEL and FITO are successfully integrating functional ingredients into their coffee products, targeting specific weight management needs and achieving significant sales growth [20][22]. - The introduction of unique packaging and marketing strategies, such as influencer promotions and tailored consumption recommendations, has contributed to the rapid rise in brand visibility and sales [20][26]. - The focus on creating a comprehensive weight management experience through coffee consumption is reshaping consumer perceptions and expanding the market [27].